In 2023, a global survey revealed that top drivers of customer loyalty included offers of good products/services, good customer service support, and low prices. Around six in 10 consumers expressed a preference for companies offering high-quality products or services. This indicates that businesses need to prioritize the quality of their offerings to retain and attract customers.
Customer loyalty no longer a matter of incentives
A 2023 survey revealed that 31 percent of consumers in Australia, Germany, the United Kingdom, and the United States demonstrated true loyalty to a specific retailer, brand, or store. This kind of loyalty was based on genuine brand adherence and it has increased since 2022. Similarly, the so-called silent loyalty, not instigated by any type of advocacy but developed organically, also increased in the course of a year. The only type of loyalty that significantly declined was the incentivized one, driven by discounts and rewards from brands. The data suggests that brand loyalty is becoming less about the perks the company offers and more about its trustworthiness.
Brand loyalty at first sight
During a May 2023 survey, 78 percent of respondents across various countries agreed that consumers can discover aspects that foster brand loyalty after their initial purchase. This insight emphasizes the importance of companies effectively showcasing their loyalty drivers from the first interaction with a consumer, as it can impact long-term brand loyalty. The data also underscores the need for businesses to focus on delivering positive initial experiences to capture consumer loyalty.
Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023
Characteristic
Share of respondents
Offers good products/services
61%
Offers good customer service support
47%
Offers low prices
43%
Has an easy-to-use website/mobile app
30%
Does good things for society
18%
Created with Highcharts 7.2.2Share of respondents61%61%47%47%43%43%30%30%18%18%Offers good products/servicesOffers good customer service supportOffers low pricesHas an easy-to-use website/mobile appDoes good things for society
0%10%20%30%40%50%60%70%
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Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023
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Qualtrics. (April 30, 2024). Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023 [Graph]. In Statista. Retrieved February 21, 2025, from https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/
Qualtrics. "Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023." Chart. April 30, 2024. Statista. Accessed February 21, 2025. https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/
Qualtrics. (2024). Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023. Statista. Statista Inc.. Accessed: February 21, 2025. https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/
Qualtrics. "Leading Brand Loyalty Drivers among Consumers Worldwide in 3rd Quarter 2023." Statista, Statista Inc., 30 Apr 2024, https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/
Qualtrics, Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023 Statista, https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/ (last visited February 21, 2025)
Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023 [Graph], Qualtrics, April 30, 2024. [Online]. Available: https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/
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